Meet the team – who is building Wayby: Tuukka

Quick facts

• Role: Head of Sales, founder
• Location: Espoo & Sysmä
• Fun fact: A bookworm with endless curiosity. 

Some careers are carefully planned, while others take shape one adventure at a time.

For Tuukka, the journey began early. At just 14 years old, his father decided it was time to replace summer holidays with summer jobs and this was a lesson in hard work that would shape the rest of his career. From there, he worked his way through studies, took on a wide variety of jobs, and heard that if he ever wanted to become an entrepreneur, he should know a little about everything. Later, however, he realized there was one exception: sales you have to master.

Sales wasn’t part of Tuukka’s original plan, but he quickly discovered a natural talent for understanding customers, building relationships, and closing deals. Around 20 years ago, he stepped into his first leadership role and found what he now considers his greatest strength: leading sales teams. Since then, he has managed hundreds of people and consistently helped his teams deliver strong results.

Shortly before the pandemic, Tuukka found himself drawn to the fast-paced world of startups. He realized he thrives in the uncertainty and constant problem-solving that comes with building something from scratch. After several ventures, a great deal of learning, and a few inevitable setbacks, the next chapter began almost by chance. In December 2024, a conversation with a mutual acquaintance led to Dini, Wayby’s CEO, reaching out with a simple message: “We should talk.” 

Where he thrives

Tuukka joined the team in January 2025 and describes Wayby as the best startup he’s ever been part of. He believes the company is doing the right things and that is what motivates him.

While his role revolves around working with customers, it also includes recruitment, business development, and refining Wayby’s sales strategy, just to name a few, and no two days look the same. Even with well-established processes in place, every day brings a different mix of customer conversations, problem-solving, and new challenges.

It’s that variety that keeps the work engaging. While customers remain his favorite part of the job, Tuukka is equally excited about coaching others as Wayby’s sales team grows. Helping a salesperson overcome a challenge, gain confidence, and start delivering results is just as rewarding as closing a deal himself.

The foundation of every great startup 

Having worked in several startups and spent years studying what makes them succeed, Tuukka believes Wayby stands out for one reason above all: the team. Everyone has a clear role, people play to each other’s strengths, and together they create the kind of synergy that every growing company strives for. 

It’s also the biggest lesson he’s learned as a founder. Products and strategies can change, but none of that matters if the people behind them don’t work well together. For Tuukka, an open and honest team culture isn’t just one ingredient for success, but the foundation that makes everything else possible.

Three words colleagues would use to describe Tuukka: communicative, calm, and sales-oriented.

If given the chance to swap roles for a day with anyone within Wayby, Tuukka wouldn’t venture far from the commercial side of the business, as he would be intrigued to step into Minka’s shoes:

“Marketing has always fascinated me, and I’ve spent a lot of time studying it over the years. If I had the chance to focus entirely on building our marketing, I think that would be incredibly interesting.”

When asked who would be a great fit for Wayby, Tuukka’s answer is simple: mature professionals who value collaboration as much as expertise. For him, it’s not about a specific background or skill set. It’s about working well with others, taking ownership of your work, and approaching challenges with a professional mindset. He believes those qualities are what make both individuals and teams successful.

Anything but ordinary

If Wayby had an official soundtrack, Tuukka already has the perfect opening song in mind: Anything but Ordinary by Avril Lavigne. It’s a fitting choice for a company that’s constantly building, adapting, and doing things a little differently.

Outside of work, music remains Tuukka’s greatest passion. While he’s an avid reader, he sees books less as a hobby and more as a way of life. Music, on the other hand, is where he truly unwinds. He plays several instruments, sings, produces music, and spends much of his free time writing songs.